Jay-Z continues to promote his and Kanye West's Watch the Throne album. While his partner Yeezy was overseas in Sweden performing with Prince at the Way Out West festival this weekend, Hov held it down at home, beginning with the opening on Friday of the [article id="1669026"]WTT pop-up store[/article] in New York City. He also dialed in to Miami's 99 Jamz for a radio interview, and Monday morning (August 15) it was announced that the God MC would join Bruno Mars, Black Eyed Peas and David Guetta as part of the [article id="1667041"]iHeartRadio Festival[/article] on September 23 and 24 in Las Vegas.

On Friday night, after news of the surprise retail space broke, Jigga, along with Beyoncé, Swizz Beatz and producer Just Blaze, threw a party at the makeshift store, where the retooled Maybach from the Throne's "Otis" video was also on display.

Hov also called in to Miami's 99 Jamz radio show host Lorenzo "Ice Tea" Thomas for only his second interview in promotion of WTT. In the interview, Jay explained the Throne's album title:

"It's just protecting the music and the culture. It's people that's in the forefront of music, it's like Watch the Throne, protect it. You just watch how popular music shifts and how hip-hop has basically replaced rock and roll as the youth music. The same thing could happen to hip-hop, it could be replaced by other forms of music. So it's just making sure that we put that effort into making the best product so we can contend with all this other music, with all the dance music that's dominating the charts right now and indie music that's dominating the festivals and still hold off rock 'n' roll. Just to hold our place and make sure that the hip-hop culture is still the most dominant form of music around the world."

[article id="1668722"]Read what critics have to say about Watch the Throne.[/article]

On Sunday, Jigga took the celebration to Miami's Club LIV, and on Monday, it was announced that Jay would take part the iHeartRadio music festival. It is unclear whether Kanye will join his Throne partner for the festival.